With 2025 seeing the mega-merger between Omnicom and IPG now complete, WPP consolidating its media agencies under WPP Media, and more consolidations in the pipeline, for our year-ender series, we asked experts to share 'the one consolidation they see happening in 2026'.

Here's what Tusharr Kumar, CEO, Only Much Louder, had to say:

“If 2025 was the year of consolidation, then 2026 will be remembered for its aftershocks. When large networks merge, restructure, or streamline their operations, a period of turbulence inevitably follows. This can show up as leadership changes, cultural clashes, revised profit and loss statements, restructured teams, and delayed delivery schedules. In a world where brands are already under pressure to operate at internet speed, even a few months of internal chaos can cause lost momentum.

We are currently observing a subtle but significant shift across markets: as consolidation increases, so does the desire for independence. This isn't about independence from expertise, but rather a craving for clarity, freedom from outdated legacy structures, and a departure from agency processes designed for a different era.

This year has seen a wave of global headlines exposing malpractices within some of the largest networks—ranging from whistle-blower accounts to kickback allegations and a lack of transparency in billing models. While these incidents do not represent every large agency, they are enough to prompt brands to reconsider the wisdom of placing all their trust (and budgets) into a single consolidated ecosystem. Therefore, the consolidation expected in 2026 will not involve another mega-merger; instead, it will be the consolidation of trust. Brands will increasingly place their confidence in independent agencies that operate more swiftly, work more transparently, and prioritise clarity over compliance.

Independent agencies have always had an advantage in agility, and this will be even more pronounced next year. While larger networks concentrate on restructuring after mergers, independent agencies will be the ones delivering work, capturing cultural moments, and offering real-time strategic clarity to clients who cannot wait for internal reorganizations to settle.

If the last cycle favoured scale, the next one will reward precision, sharper thinking, nimbler operations, and participative cultural relevance. This is precisely where independent agencies will excel.”

Also read:

'Brands are consolidating their trust, budgets, long-term partnerships with independent agencies'

'Consolidation won't shrink agencies; it will rewire them'

'Creativity, culture, and taste won't consolidate; they'll collaborate'